OBJECTIVES
ConservatoryLand is one of the UK’s leading manufacturers and suppliers of conservatories and for 25 years has been providing high-quality, bespoke products to thousands of satisfied customers.
The company, based in Nottinghamshire, creates all elements – base, wall, frames and roof – at its Mansfield Woodhouse plant and offers clients choice of a wide variety of styles, from traditional through to contemporary.
Although the business was already well-established, its leadership team believed more could be done to raise its profile and to educate target audiences about the benefits of modern conservatories. It also sought to increase the number of conversions amongst visitors to its website.
STRATEGY
Purpose Media already had an understanding of ConservatoryLand’s business having supported the company by producing video testimonials from customers.
Our knowledge was reinforced through a detailed audit of the firm’s activities across the entire marketing funnel, including the user experience on its website, content and paid marketing outputs, SEO and strategic planning activity.
The results of this review led to Purpose being asked to take over all elements of marketing, with responsibility switching from ConseratoryLand’s previous agency on a phased basis during 2024.
Our thorough analysis of target audiences and the ConservatoryLand customer journey showed how users were arriving at the firm’s website – its principal sales tool – and how they travelled through the site. Crucially, it revealed where any users were being lost in that process.
Consequently, we introduced a number of changes to the website, including channelling more visitors to a feature which allows them to ‘build’ their own conservatory on the site – the firm’s highest-converting source of leads.
Automated email flows were improved, with messaging optimised to better appeal to key audience segments, and a retargeting campaign was launched to continue engagement with users after they exited the website.
Steps were taken to widen the company’s channels of communication, with a diversification of its paid media efforts, a new organic social media campaign undertaken and, in a first for the client, a package of radio advertising commissioned.
This initiative targeted listeners using the Global network app, which allows segmentation by demographic and location.
New content was generated, explaining how modern conservatories can offer affordable, year-round solutions for those needing more space or seeking to bring a feeling of the outdoors inside their homes.
Our video support continued to pay dividends, with one customer-of-the-month film alone generating 44 conversions.
We continue to identify innovate ways of building awareness for the client and to helping convert interest into sales, with further website improvements planned alongside email marketing enhancements which will, for instance, allow customers to book appointments directly into the sales team’s diary.
RESULTS
Our strategy has achieved positive results across all key metrics. The client is now achieving record-breaking sales, whilst its costs of conversion have reduced.
In the first four months of 2025, leads increased by 36 per cent and sales were up 64 per cent compared to the previous year. Figures for April and May showed a reduction of close to 30 per cent in the cost per lead on the same months in 2024.
ConservatoryLand general manager Rob Smith is delighted with the outcomes to date.
“From the first minute we started working with Purpose Media they just ‘got’ who we are and what we were looking to achieve,” he said.
“They are creative and proactive, and the numbers speak for themselves. Compared to last year, there has been a massive improvement in the balance between marketing spend, lead costs and conversion rates.”
Tim Lenton, Purpose Media’s digital innovation and strategy director, said the results showcased the agency’s ability to deliver returns across high-value, complex accounts.
“We took on a six-figure marketing budget, being applied across multiple channels and, through successful integration and expert execution of a carefully conceived strategy, without interruption to the business, have greatly increased its effectiveness and efficiency.”
